How To Build Success in LATAM’s Music Market: Five Key Takeaways

Latin America is one of the fastest-growing music markets in the world. But if you’re an independent artist or record labels operating in the region, or looking to break into it, the path forward isn’t always clear.

In our latest Revelator Industry Insights session, Alexiomar Rodríguez, a leading music and entertainment attorney and founder of bilingual law firm Xiola and tech company Semilla Co., alongside José Otero, LATAM Executive for Revelator shared practical advice on how to build a sustainable career in LATAM, collect what you’re owed, and expand into new territories — without losing your rights or your identity.

Here are five key takeaways from the webinar.

1. Understand Royalties — and Collect What’s Yours

Streaming is growing across the region and so is the money. In 2024, recorded music revenues in Latin America jumped another 22.5% in 2024, once again outpacing the global average. But many creators aren’t seeing their fair share.

Why? Because royalty collection across LATAM is fragmented, and many artists and record labels assume that signing up with one collection society or distributor means everything is covered. It’s not.

In Mexico alone, you need to understand the role of SACM (composers/authors), ANDI (performers), and EJE (musicians) — each handling different rights and payment flows. Similar complexity exists across Brazil, Colombia, Argentina, and beyond.

Also in most Latin American countries, terrestrial radio is still very popular and pays performance royalties on both the composition and the sound recording — unlike the U.S., where only songwriters and publishers are compensated. If your music is getting played on the radio and you’re not registered with the right societies, you could be missing out on earnings. That’s why registering with SoundExchange alone is not enough — especially if your music is getting airplay or digital streams across borders.

Emerging Markets in Music Royalties – Royalty Exchange

What you can do: Audit your royalty statements regularly. If you’re seeing streams or airplay in Colombia, Brazil, or Mexico — but no payments — something’s off. Check where you’re registered. Understand which societies handle which rights.

2. Contracts Need Clarity — Not Just Clauses

A contract won't protect you if the relationship is already broken — but a vague contract can definitely create problems. One of the strongest insights from the session: many artists sign deals based on promises, without verifying deliverables or negotiating clear terms. A short-term deal with aligned values often beats a long, inflexible contract with someone who doesn’t share your goals.

“Someone offered an artist $1M for their catalog, but they didn’t understand they were already making $100K/month — they’d make that in a year. The artist didn’t need the money. They just didn’t know what they were worth.” Alexiomar Rodriguez

*Before signing, ask yourself: *Who am I dealing with? What will they deliver? Who owns what? How will I be paid? When and how can I exit? **

For more information read our blog postWhat’s in a Recording Contract?

3. Use Data to Localize — Not Generalize

Latin America isn’t one market. It’s 20+ markets, each with its own fan behavior, platform preferences, and listening culture. A track might have high skip rates in Puerto Rico but perform beautifully in Mexico. That should influence where you invest.

If your skip rate is low and completion rate is high in a country, that’s a sign to lean in. It means the audience is not just clicking play — they’re listening.

Music Royalties Explained for Independent Labels – Revelator

What to track:

• Skip rate vs complete rate per country
• Playlist adds, saves, and shares
• Earnings vs stream volume by region

Don’t just chase streams — look at where they’re happening and what they’re worth.

4. Choose DSPs Based on Audience — Not Headlines

In Mexico, Amazon Music performs surprisingly well for older listeners, ballads, and legacy artists — driven by the rise of Alexa-enabled devices. Meanwhile, Apple Music holds more weight for pop in Spain, and Spotify continues to dominate urbano and regional Mexican.

Different platforms = different listeners.

What you can do: Use your data to see where your fans are listening. Then align your strategy — pitching, content, ads — to the platform that’s actually working in each region.

Don’t spray-and-pray across DSPs. Focus where the audience is already tuned in.

5. Collaborate Across Borders — But Get the Licensing Right

Cross-border collaboration isn’t just about creativity — it’s a proven strategy for market entry. One Colombian mentioned in the webinar created Spanish and Portuguese versions of the same song with a Brazilian collaborator. Both artists recorded in their own languages, and both released the song simultaneously. Because the licensing and splits were handled properly, the track opened both markets fast.

What you can do: Work with local artists, translate your lyrics with cultural intent, and license correctly. Interpolations, co-writes, and co-performances are only effective if everyone understands ownership and revenue splits.

Done right, one song can become a bridge between markets.

Bonus Insight: Authenticity travels

Whether you’re making indie pop in Guatemala, Christian music in Puerto Rico, or experimental beats in Chile, what cuts through is identity.

“If you try to duplicate what’s already working internationally, it’s not going to work. Be proud of your roots.”

As AI-generated music grows and streaming homogenizes taste, the artists who embrace their origin story will stand out. The future belongs to artists who stay rooted in something real.

Watch the Full Webinar